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GETTING THE BALANCE RIGHTGETTING THE BALANCE RIGHT::
Managing DevelopmentManaging DevelopmentManaging CapacityManaging CapacityManaging DemandManaging Demand
INFLUENCING TRAVEL INFLUENCING TRAVEL BEHAVIOURBEHAVIOUR
David Abbott
Influencing Travel Behaviour: Regional Coordinator
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““People have to be told fairly firmly People have to be told fairly firmly where, and when, and how they can where, and when, and how they can
use their vehicles .use their vehicles .
Plans should contain measures to Plans should contain measures to influence the demand so that it influence the demand so that it
matches the provision that can be matches the provision that can be mademade ” ”
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• Traffic grown by 80% in 20 years
• Congestion Target• Environment & climate
change concerns• Future road building
The Context
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• Managing demand within planned capacity• Exploit voluntary “smarter choices” initiatives
Potential Benefits• Reduce trips by up to 20%• Corporate and Staff• Cheaper and quicker than road schemes• Air quality and noise levels
Influencing Travel Behaviour - The
Opportunity
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What is “Influencing Travel Behaviour”?
Promotion and Marketing
Customer’s Travel Choices
Sustainable Transport Infrastructure
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Voluntary Travel Plan Pilots
• Area-wide view• Identifying supportive locations• Joint partnership with LHAs• Business case• Set up stakeholder forums/steering
groups• Base on robust data & information• Develop Area Travel Strategies
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Where we are now…….• Area Travel Plan implemented• Baseline monitoring complete• Coordinators funded and appointed• Diversity of site types• Over 10,000 staff (up to 2,000 trip savings)
• Proven acceptance and investment in voluntary schemes
• Importance of good groundwork• Committed partnership – joint funding
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The WhiteleyArea Travel Plan
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The Challenge
‘To develop an integrated transport strategy for the area, to address current transport problems and manage access to the site into the future’
• Based on Partnership• Focusing on Accessibility• Generating Measurable Benefits
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Solent Business Park
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Whiteley ATP Website
• Home for the Area Travel Strategy• Collects Data;• Informs and involves new businesses;• Consultation tool; • Tool for the implementation of new
sustainable transport measures; and• Promotes the use of these measures.
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OutcomesCommitment:• Area Travel Plan Steering Group;• Funding from businesses and LHA.
Area Wide Measures:• ATP Coordinator;• Bus only link;• Cycle access;• Car sharing;• ATP Website - On line surveys with incentives
Company Measures:• Information provision and marketing; and• Largest businesses leading others on internal measures.
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Influencing Travel Behaviour & Development
Control
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Traffic volume
Development traffic
Network capacity
The “Traditional” HA The “Traditional” HA approachapproach
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Background growth
Development traffic
Traffic demandNetwork capacity
The “Traditional” HA The “Traditional” HA approachapproach
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Background growth
Network capacity
Development traffic
Traffic demand
15 years
Required capacity 15 years after full
opening of the development
The “Traditional” HA The “Traditional” HA approachapproach
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Background growth
Network capacity
Development traffic
Traffic demand
15 years
The “Traditional” HA The “Traditional” HA approachapproach
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Background Growth
Network Capacity
Development traffic
Traffic Volume
15 years
The “Traditional” HA The “Traditional” HA approachapproach
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Features of traditional Features of traditional approach:approach:
Traffic generation based on Traffic generation based on precedentprecedent
15 years growth applied15 years growth applied
Improvements satisfy expected Improvements satisfy expected demanddemand
i.e. i.e. Predict and providePredict and provide
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““the days of predict and the days of predict and provide are over… we provide are over… we
cannot build our way out cannot build our way out of our transport of our transport
problems problems ””Roads Minister, Dr Gavin Roads Minister, Dr Gavin
StrangStrangHouse of Commons Transport Debate – 3House of Commons Transport Debate – 3rdrd March March
19981998
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Background Growth
Network Capacity
Development traffic
Traffic Volume
15 years
The “Traditional” The “Traditional” approachapproach
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Background growth
Network capacity
Development traffic
Traffic volume
The “Traditional” The “Traditional” approachapproach
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Background growth
Network capacity
Traffic volume
Feasibility??
Many network Many network capacity capacity
improvements are improvements are not feasiblenot feasible
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Background growth
Network capacity
Traffic congestion / unsatisfied
demand
Many network Many network capacity capacity
improvements are improvements are not feasiblenot feasible
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Establish network capacityEstablish network capacityAnticipate background Anticipate background
growthgrowth
Constrain traffic Constrain traffic generation within generation within manageable limitsmanageable limits
Demand Demand ManagementManagement
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Traffic growth
Network capacity
Constraints to traffic generation:Constraints to traffic generation:
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Traffic growth
Network capacity
Constraints to traffic generation:Constraints to traffic generation:
• Travel plansTravel plans• Modal shiftModal shift• Car sharing / car clubsCar sharing / car clubs• Parking limitsParking limits• Access managementAccess management• etc . . . .etc . . . .
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Traffic growth
Network capacity
Traffic volume
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Traffic growth
Network capacityTraffic volume
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Traffic growth
Network capacityTraffic volume
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• Minimise impacts from new Minimise impacts from new developmentdevelopment
• Create “headroom” from Create “headroom” from neighbouring existing neighbouring existing developmentsdevelopments
• Set up travel plan networksSet up travel plan networks• Aim to achieve traffic neutrality Aim to achieve traffic neutrality
(or as near as possible)(or as near as possible)
Trip “Credit” approach:Trip “Credit” approach:
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Traffic growth
Network capacityTraffic volume
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The “Trip Credit” approachThe “Trip Credit” approach
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The “Trip Credit” approachThe “Trip Credit” approach
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Influencing Travel Behaviour:Influencing Travel Behaviour:• Limits traffic generationLimits traffic generation
• Concentrates on impact avoidanceConcentrates on impact avoidance• More focus on “soft” measuresMore focus on “soft” measures• Recognises a capacity ceilingRecognises a capacity ceiling• Maximises development opportunity Maximises development opportunity withinwithin that ceiling that ceiling
• Looks at overall development Looks at overall development
““Predict and Predict and ManageManage””
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““People have to be told fairly firmly People have to be told fairly firmly where, and when, and how they can where, and when, and how they can
use their vehicles .use their vehicles .
Plans should contain measures to Plans should contain measures to influence the demand so that it influence the demand so that it
matches the provision that can be matches the provision that can be mademade ” ”
The Buchanan Report: 1963The Buchanan Report: 1963
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Thank YouThank YouDavid Abbott
Regional Programme Manager: Influencing Travel Behaviour
Network Strategy (East of England and South East)Room 336, Heron House
49-53 Goldington Road, Bedford, MK40 3LL
Tel 01234 796221Mob 07771 677517
Email: [email protected]
Find out more on the HA website: www.highways.gov.uk/knowledge/9561.aspx